Marketing a property discreetly is not an unusual way to sell a property but it may seem a strange concept.  In a change from the more usual way of property marketing, the property is not launched onto the property portals but estate agents proactively contacts buyers that they know might be interested. This can yield great results for sellers. Why?? Deborah Richards, Managing Partner of Maddisons Residential, shares her expertise on why marketing a property discreetly can be highly rewarding.

What is discreet marketing?

Discreet marketing is where an agent does not list a property on the property portals such as Rightmove, On The Market, or Zoopla, or indeed on their agency’s social media pages, in their window or with a ‘For Sale’ board but, instead, proactively contacts buyers that they know are looking specifically for that kind of property, to give them the opportunity to see the property in an ’off market’ capacity.

What are the benefits of discreetly marketing a property?

Over the busy sellers’ market of the past two years, there has been little call for discreet marketing as the buoyancy in the market has meant sellers have achieved the best price by taking their property to the open market. However, it can be a helpful strategy, particularly as the market shifts, with several benefits for sellers.

Firstly, selling off market can be a great way of achieving a swift sale - there are fewer viewings, and it is likely you will be dealing with serious buyers only.

Secondly, some sellers want a more covert approach to marketing their property, for a multitude of reasons. The property search portals reveal the more private elements of any home, alerting all and sundry that your property is for sale – and exactly what lies behind the front door.

Thirdly, you can achieve a great price. For discreet marketing to work most effectively, the property must be highly desirable. Such properties will often attract a premium as buyers will pay the seller’s named price to avoid the risk of losing it on the open market.

Lastly, if it is not the best time of year to take photographs of the property, your agent may generate an interest in the property before the marketing materials are ready to be produced. Pre-marketing a property can also be used to trial a higher asking price to buyers before officially placing it on the market.

What are the benefits of off market or private buyers?

If you are thinking of selling your property discreetly, you may be wondering who your potential buyers are and how this will affect your sale. Typically, off market or private buyers are in a strong position and are ready to buy, meaning they have the cash funds, have nothing to sell or have sold subject to contract but cannot find what they are looking for on the open market. These buyers are therefore usually in a position where they are prepared to wait until they find the property that meets their specific requirements but are in a good strong position and ready to move swiftly when the right house does become available.

Discreet marketing is not necessarily the best approach for every property sale but can be highly rewarding and beneficial - helping sellers find the right buyer and helping buyers secure their dream home. If you are looking for professional guidance on selling a property, we would love to hear from you to better understand your needs. Contact us to experience the difference we can make to your property sale.